Konica Minolta

Transforming the workplace and evolving the brand
  • Brand
  • Marketing
  • Communications implementation
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Challenge

Konica Minolta is moving from print solutions to digital workplace solutions. Workplace Hub is the first step. It’s a new category of innovations that empower people to work and collaborate more efficiently. The brand needed to evolve to demonstrate the shift in business, disrupt the market, but not disrupt the brand.

Solution

Workplace Hub innovations are built around and adapt to human behaviour. The proposition of ‘IT on your terms’ captures this idea. The visual identity shows people working at their best, free and enabled by technology. A clear and bold tone of voice and copy, iconography and an infographic explain the complex detail in simple, human terms, and done in the context of the existing brand.

 

The brand was tested globally throughout its development, was well received by leading technology titles at launch, and is multi-award-winning. It is part of an ongoing relationship with Konica Minolta to help position and communicate their digital workplace offer, including the strategy and framework for global IT services acquisitions to migrate under one proposition.

Konica Minolta animated gif showing their services
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Deliverables

Brand
  • Brand reviews, audits and research
  • Brand positioning, narrative and messaging
  • Brand values and behaviours
  • Tone of voice
  • Brand architecture
  • Visual identity
  • Implementation, launch and roll out planning
  • Engagement
  • Brand guidelines
  • Launch communications
Marketing
  • Campaign strategy and creation
  • Strategic marketing campaigns
  • Internal and external marketing campaigns
  • Advertising
  • Digital advertising
  • Thought leadership
Communications implementation
  • Literature and stationery
  • Presentations
  • Website
  • Film
  • Copywriting
  • Thought leadership

Client feedback

The new brand for Workplace Hub has been highly successful in signalling a real step-change for Konica Minolta. Frank, Bright & Abel has developed a solution that is helping reposition us for the future.

Stacey Sujeebun

Director of marketing communications, Konica Minolta Inc.

Awards

Transform Awards Europe 2018
  • Best use of copy style/ tone of voice – Bronze
  • Best development of a new brand within an existing brand portfolio – Highly commended

 

Transform Awards North America 2018
  • Best development of a new brand within an existing brand portfolio – Gold
  • Best strategic/ creative development of a new brand – Gold
  • Best visual identity from the technology, media and telecommunications sector – Bronze
  • Best use of copy style/ tone of voice – Bronze

 

Transform Awards Asia Pacific 2017
  • Best visual identity from the technology, media and telecommunications sector – Gold
  • Best development of a new brand within an existing brand portfolio – Gold
  • Best use of copy style/ tone of voice – Bronze
  • Best use of a visual property – Highly commended
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